Annual Report 2009 - Asian Productivity Organization

The objectives were to learn about KM practices
emphasizing sustaining enterprise competitiveness in
the German economy among SMEs and large, worldclass
enterprises that have won KM awards. Sixteen
participants from eight member countries attended,
along with four international experts.
Program coverage: Site visits were made to numerous
enterprises that gave presentations to mission members,
including: Atlas Electronik (KM award winner
2003); Airbus (KM award winner 2007); Burgel (KM
award winner 2002); Schaffler Group; Bosch Group;
gfW; Siemens; Reinisch; GtZ; and Hessen Agentur.
Knowledge Management in the Service Sector
Traditionally, APO productivity interventions were
mostly in the agriculture and manufacturing sectors.
This changed over time, reflecting the profound
structural shifts that have taken place globally as well
as in local economies. The transition from an agrarian
economy to an industrial economy to a knowledge
economy has also changed the nature of work.
Service-based growth accounts for the bulk of the
employment and wealth creation in today’s knowledge
economy. In this situation, knowledge represents the
most valuable resource. Some argue that knowledge is
the ultimate competitive advantage and matters more
than traditional factors of production like land, labor,
or capital. Productivity and growth are also becoming
more dependent on knowledge. Knowledge is thus
widely regarded as the key to growth, innovation, and
effectiveness.
APO expert Ron Young sharing information on KM in the service
sector
The APO organized a study meeting on Knowledge
Management in the Service Sector hosted by the
MPC in Kuala Lumpur, 15–18 June, attended by
19 participants from 12 member countries, most of
whom represented private-sector companies in the
service sector including knowledge management (KM)
consultants. The meeting aimed to review the status of
KM in the service sector and highlight best practices;
explore the possibility of customizing the APO KM
framework and implementation approach in the
service sector, and recommend practical methods for
promoting and implementing KM in the service sector
in APO member countries.
Program coverage: Status and significance of the
service sector and its contributions to member countries;
Role of knowledge and innovation in the service
economy; Identification of key knowledge assets for
the service sector; Best practices of KM implementation
in the service sector; Success factors, issues,
and challenges in KM implementation in the service
sector; The APO KM framework, implementation
approach, and application in the service sector; and
Practical methods for promoting KM implementation
in the service sector.
Customer Relationship Management
Many companies are striving to obtain customer
loyalty and therefore reorganizing their business
processes around customers. Information systems
offer a strategic advantage to improve relationships
with the desired customer segments. Thus, customer
relationship management (CRM) software packages
have become popular. CRM, however, is not simply
a technology but rather a comprehensive, customerfocused
approach in an organization’s philosophy.
This includes policies and processes, customer service,
employee training, marketing, and information
management systems.
To support attempts to expand CRM, the APO
organized a multicountry observational study mission
on CRM, in Seoul, Republic of Korea, 3–6 August, in
association with the KPC. The mission was attended
by 17 participants from nine member countries.
The objective was to observe the key concepts and
priorities of CRM and tools and techniques to manage
customer relations strategically, and examine the
applicability of innovative Korean CRM practices in
other Asia-Pacific countries. The APO deputed one
international resource speaker to conduct sessions and
facilitate discussions.
Program coverage: Concept of management of
technology; CRM design approach; Recognize your
customer; Call center systems; Targeting customers;
Case studies; IT system planning and CRM project
APO ANNUAL REPORT 2009 19
INDUSTRY AND SERVICE SECTORS